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Date & Time
Starts: Tuesday, February 9, 2010 at 9:30am
Ends: Tuesday, February 9, 2010 at 2:30pm
Location
Reed Smith
599 Lexington Avenue (at 52nd Street)
22nd Floor
New York, NY 10017
To Attend Via Phone and Webinar
Members: Please log in above to view webinar and dial-in detail.
Agenda
I. BEST PRACTICES IN DIGITAL AND DIRECT MARKETING
BtoB magazine will share insights, evolving trends and best practices in search and social marketing, direct marketing and lead generation, drawing on case studies recently profiled by the editors. Original and outside research also will be presented to illustrate trends and opportunities in digital direct marketing for b-to-b companies.
Speaker: Christopher Hosford, Senior Reporter, BtoB magazine / BtoBonline.com
II. VIRTUAL EVENTS MADE EASY AND PROFITABLE
While physical events are not going away, a combination of reduced budgets, the "AIG Effect" and other factors are generating intense interest in how virtual events can play a bigger role in sponsorship and event marketing plans. Learn how one company drove as many leads from a single virtual event as a prior 18-city road show. How another company extended the value of its presence at physical events with virtual components, and how another is leveraging virtual trade shows for audiences ranging from dental hygienists to firefighters.
Key take aways include:
• Virtual event myths and best practices
• Who's going virtual, why and how
• Case studies including ROI from going virtual
• Organizational implications of going virtual
• Future trends around virtual sponsorships and events
Speaker: John Grosshandler, Director Virtual Events - Maritz
III. MEMBER ROUNDTABLE DISCUSSION
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. We'll discuss:
Building Strong B-to-B Brands - A Nice to Have or a Need to Have?
Strong B-to-B brand are crucially important for B-to-B companies as they are facing many unique challenges there B-to-C counterparts don't have to contend with.
• Marketers are facing more short-term pressure than ever (thanks to Wall Street and declining tenures of CMOs), yet b-to-b products typically have long-term purchase cycles.
• B-to-b companies must find the right balance between lead generation and brand building.
• There is greater demand for accountability for marketing expenditures, but most b-to-b brands have less research available than their b-to-c counterparts.
• Integrated marketing is a top concern of senior marketers, recognizing the increasing proliferation and complexity of the marketing landscape-yet many b-to-b companies still face challenges integrating marketing and sales.
Facilitator: Shepard Kramer, Senior Director Member Services - ANA